Hailey Bieber looked stunning in a sexy outfit when in New York City on Thursday morning.

The Vogue supermodel seemed slightly overwhelmed during an event for her brand Rhode as it debuted at Sephora in Times Square, Manhattan.

The 28-year-old star attracted a huge crowd which stayed behind a large metal fence on the street with security personnel nearby.

Wearing a glossy light beige miniskirt with a matching low-cut top, the pop singer Justin Bieber’s wife showed off her legs. She paired her outfit with champagne beige sling-back heels and wore narrow sunglasses while posing before a large backdrop. Bieber also entered a pink Rhode booth.

‘My goal from the beginning has been to make rhode accessible to as many people as possible, in whatever way they like to shop, whether online or in-store,’ stated Hailey, Founder, Chief Creative Officer, and Head of Innovation at rhode, and Strategic Advisor to e.l.f. Beauty. ‘Partnering with Sephora, with its extensive global presence, was the perfect match to bring my vision to life.’

Hailey Bieber looked stunning in a sexy outfit when in New York City on Thursday morning

The Vogue supermodel was at an event for her Rhode brand as it was introduced to Sephora in Times Square in Manhattan

This marks the brand’s first expansion into retail, currently only being available for purchase through rhodeskin.com

Starting Thursday, Rhode will be available online and in all Sephora locations in the U.S. and Canada, with plans to extend to the U.K. this fall.

This launch is set to be the biggest in North American retail history for the company. Over the past year, there have been over 2 million unique searches for rhode on Sephora’s website and app.

The brand launched in June 2022. 

Rhode is now the fastest-growing brand in the skincare market and is the top skincare brand by EMV, according to Tribe Dynamics. This retail entry heralds Rhode’s next phase of expansion.

There are clear synergies between the power of rhode’s community and Sephora’s. 

‘Just over three years into our business, we’re thrilled to bring our core line-up of essentials to our customers where we know they are already shopping and want to see us,’ said Lauren Ratner, Co-Founder, President & Chief Brand Officer of rhode. ‘Sephora allows us to bring the world of rhode to even more people and continue building the brand in a meaningful and interactive way.’

The star attracted a huge crowd which stayed behind a large metal fence on the street

Here she touched her tummy as she flashed her diamond ring from Justin Bieber

The mother of one flashed her legs in a shiny pale beige miniskirt with a matching top that had a lowcut neckline. She stood in beige sling-back high heels

Hailey shared this sultry image to promote her new deal with Sephora

Hailey shared this image where she was posing with large Rhode bottles

Sephora will carry rhode’s core product assortment including its iconic Peptide Lip line, gamechanging skincare and perfectly-pigmented blush. 

To celebrate the new partnership, rhode and Sephora will also bring back three of rhode’s previously limited-edition Peptide Lip Treatments and Tints (Strawberry Glaze, Salty Tan, and Jelly Bean) making them permanent to rhode’s lineup.

‘We’ve been liaising with Hailey Bieber for a while and had our eyes on rhode since it burst into the industry,’ said Priya Venkatesh, Global Chief Merchandising Officer at Sephora. 

‘We couldn’t be more excited to welcome rhode to our portfolio of best-in-class brands and to bring it to our beauty fans, starting in the US and Canada today, followed by the UK.

She kept her sunglasses on while talking to her fans

At one point she was seen stepping out of a pink booth

Here she took photos with fans on the street

There were security guards off to the right

This launch comes on the heels of e.l.f. Beauty’s (NYSE: ELF) $1B acquisition of rhode and signals the next chapter of rhode as they look to bring the brand to more people in the U.S. and around the world.

Sephora is the world’s leading global prestige beauty retail brand. 

With 56,000 employees operating in 35 markets, Sephora connects customers and beauty brands within the world’s most ‘dynamic’ beauty community. 

There are 3,200 stores and iconic flagships, and e-commerce and digital platforms.

Meanwhile, less than two months after he dropped his seventh studio album, Justin has already made a follow-up.

The pop star, 31, announced Swag II will be released tonight at midnight – nearly eight weeks after debuting it’s predecessor, Swag, on July 11.

Justin made the announcement on his Instagram, flooding his account with various posts promoting the new album around the world.

The announcement may not come as a complete surprise, considering a ‘Swag II’ billboard had been on display in London in recent days – however this appears to be the first time a release date has been unveiled.

‘swag II TONIGHT MIDNIGHT,’ Justin announced on his Instagram along with what appeared to be the album artwork.

The cover, done all in pink, declared ‘SWAG II’ at the center of the photo in the same font as the first album. It also contained a parental advisory for explicit content.